docs: def send_identity(self):
          """
          Send the identity of the service.
          """
          service_name = {'service_name': self.messaging._service_name}
          service_name = _json.dumps(service_name).encode('utf8')
  
          identify_frame = (b'',
                            b'IDENT',
                            _json.dumps([]).encode('utf8'),
                            service_name)
  
          # NOTE: Have to do this manually since we built the frame
          if self.messaging._run_control_loop:
              # pep8 alias
              send = self.messaging.command_socket.send_multipart
              self.messaging.add_callback(send, identify_frame)
          else:
              self.messaging.command_socket.send_multipart(identify_frame)
  
          self.logger.info(' Service Identity sent: %s',
                           self.messaging._service_name)
  
          if self.identity_callback:
              self.identity_callback()